The Role of Social Media Videos in Tourist’s Destination Selection
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Date
2020-09-26
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Publisher
UMT, Lahore
Abstract
Neuromarketing is an emerging subject within the domain of marketing.
Neuromarketing uses the tools of Neuroscience to study and understand
marketing issues. This paper presents a comprehensive study on the application
of Neuromarketing by using a commercial and easy to use EEG device called
‘Emotiv Insight’. This study evaluates the effectiveness of two types of social media
videos used for destination image development, Induced/commercial oriented
content and Organic content (where content is made by without commercial
interest such as Vlogs classified as UGC-User Generated Content). Experimental
research using ‘Emotiv EEG’ in a controlled environment conducted with a total
of 30 Participants (20 males, 10 females), age range 18 to 26.